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TCU needed a rebranding campaign to differentiate itself in a competitive field of higher education in Texas. The message: that the university prepares students to become ethical, principled leaders driven to create positive change in the world. Launch materials needed to feel bold and inspiring and become a source of pride for students, teachers and alumni.
We started with a simple but clever theme line that would become the platform for a range of messages related to leadership. “LEAD ON” was the rousing battle cry that could be used in multiple ways to express the inspiring mission of everyone at TCU. Using the university’s colors, the design conveyed energy and movement with bold, diagonal lines framing images of students and faculty engaged in classroom and real-world situations.
Our client instantly saw the strategic strength of the LEAD ON platform and the pride it has instilled in students, faculty and alumni. TCU has just been ranked #2 in the nation for student engagement by the Wall Street Journal/Times Higher Education College Rankings, which measure factors including effectiveness of teaching and whether students would recommend their school.